SEO and lead generation are all well and good, but personal reputation management is “an absolute must,” says Patrick Ambron, co-founder and CEO of BrandYourself. Without it, you could lose opportunities, because when people Google you, “if they don’t find things that impress them, or if they find negative things or they can’t find you at all, you’re hurting your chances of making a first impression and closing that lead,” Ambron says.